The average consumer is exposed to thousands of advertisements every day. With such a large exposure, it is important that advertisements are compelling and memorable so that your message catches the attention of the consumer. We recommend following these 4 steps to create an effective digital ad design:
- Choose a clear and concise message
- Create a simple and organized design
- Make your brand prominent
- Add a call to action
Any banner ad design should be easy to understand for the consumer. There is a fine line between excessive and inadequate information. A lack of information can lead the consumer to misunderstand your message. Capturing a general idea in a simple way not only makes for an effective ad, but also gives the ad a greater chance of appealing to more people. Establish a message that exhibits the minimum amount of required information from the consumer’s point of view.
In order to convey a clear, concise message, the ad design must be a reflection of that. Depending on the platform(s) that your digital ad will be promoted on, you may be limited to the amount of copy or images you can use. For images, use high quality, relevant photos or graphics that relate to your message.
Be cautious of the ratio of copy to text in your design, especially if your ad is designed for a specific platform. For example, if you are designing a Facebook ad, be sure to follow their ad guidelines. When choosing a font for the copy in your ad, keep in mind that the easier it is to read the text the easier your message will be conveyed. It is always best to choose a font that follows suit with your brand standards.
Be sure to create an ad with a message that coexists with your brand. Make your logo a prominent part of your ad to let the consumer know who the message is coming from. Using brand standard colors will further initiate the recognition. Staying true to your brand permits consumers to easily identify where the message is coming from and continues to strengthen your brand’s awareness. If you are creating different ad sizes, they should maintain the same message, look and feel in order to be easily recognizable and memorable.
Fairfax Media conducted an eye-tracking study with 100 consumers who visit content sites regularly. The researchers presented a range of different advertisements on the website pages and tracked eye movement/gaze. Ads that matched brands’ other online/offline campaign elements had higher engagement/recall.
A call to action is a piece of copy that encourages the consumer to take action. For example, some call to actions include “Hurry in – this sale is for a limited time only”, “Learn more”, “Buy now”, and “Come in while supplies last.” You want your call to action to stand out, so leverage whitespace around the CTA to keep it visually uncluttered. If your ad will be displaying on a mobile device, it is recommended to place the call to action in the upper part of the display since it’s the area on which the potential buyer directs their vision. Good call to actions tell consumers what to do next, and act as a catalyst for the conversion process.
Following these four steps will help set your banner ad design apart from the thousands of advertisements consumers are exposed to each and every day. Check out www.theperfectsix.com for further information about advertising, marketing, branding and more.
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